Character unveils HM Armed Forces

Firm holds press launch at RAF Northolt to introduce the new licensed HM Armed Forces range.
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The highly anticipated range of action figures, vehicles and role-play toys was introduced to the press at the RAF base in Ruislip this morning.

Launching the event was GMTV’s Jamie Rickers and speakers included Richard King and Jon Diver from the Character Group along with the Northolt station commander group captain van den Berg and Brigadier Mark van der Lande along with child psychologist Dr Amanda Gummer.

In honour of past heroes, the HM Armed Forces toys will be launched on VE Day - Friday May 8th and the initial products include action figures and vehicles, dress-up outfits from each of the forces.

Role-play items included in the collection are walkie talkies, personal role radios, metal detectors, utility belts, camouflage nets and night vision goggles.

Launching in time for Christmas will be new additions to the range including a female action figure and a ‘generic bad guy.’

Richard King, executive chairman of the Character Group commented: “We are delighted to be part of the development of this range and have taken the time to ensure the range reflects the professionalism and dedication of our armed forces.

“This is a very big product for us and one we hope will develop over many years to come.”

Jon Diver, managing director (pictured) added: “The range will be complemented by TV commercials on GMTV from this Saturday, which will air on GMTV, Cartoon Network and Jetix.”

The company has worked closely with HM Armed Forces to ensure the authenticity and accuracy of the products.

Brigadier Mark van der Lande, head of Defence public relations (pictured with Diver) commented: “The British Armed Forces have a very high reputation in this country and throughout the world and we feel the toys reflect that. We are pleased to welcome the action figures and the range.

“The products are realistic and accurate and are very much a tribute to the service men and women who always conduct themselves with professionalism and dignity.”


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Armed and ready

Character Options? opening salvo of its much-vaunted plan to bring back military action figures with its HM Armed Forces range will be a launch on May 8th ? VE Day. The plan incorporates TV, press and PR and will be the biggest in Character's history.

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